期刊
JOURNAL OF TRAVEL & TOURISM MARKETING
卷 31, 期 8, 页码 1057-1070出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10548408.2014.892468
关键词
brand personality; Jamaica; Destination image; a model of tourist behavior
The study examines Jamaica's destination image and brand personality, and how they relate to future tourist behavior. An integrative model of tourist behavior, involving destination image (cognitive, affective, and overall), destination personality, and behavioral outcomes was developed and tested for first-time and repeat visitors separately. In additon, qualitative questions about destination images and characteristics were used to reveal Jamaica's specific brand image and personality characteristics. The study found varying influences of cognitive image, affective image, and destination personality on global image and behavioral intentions for first-time and repeat visitors. The qualitative responses revolved around attractions, culture, and environment. The practical implications are discussed.
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